Stanleybet undergoes its first rebranding, encompassing all of its brands

For the first time in its 65 years of history, the Stanleybet Group will undergo a rebranding. The company has implemented a “restyling” of its European operations, opening to the temporary inclusion of new colors “to honor historical events.”

The update includes the entire range of brands associated with the group, which started out as a bookmaker in 1958. “By relaunching its brand, Stanleybet is now looking to the future of the global market, where the group has always played a lead role, while balancing tradition and innovation, with enthusiasm and dynamism,” the company said in a press statement.

Giovanni Garrisi, CEO of the Stanleybet Group, said: “Since we first considered the rebranding, the goal has been to continue to embody the group’s core values – Strength, Dynamism and Balance – while responding to the changes in the industry and, more generally, to new styles and trends used to convey a message.”

Giovanni Garrisi

Ivan Fantasia, Head of Brand, Marketing & Communications for the Stanleybet Group, said: “My team and I evaluated various options, ranging from more cautious choices to more audacious ones. We ultimately decided to carefully restyle the brand that was already in use, with a final outcome that less accustomed eyes might not even detect initially. The token will stand in for the actual change.”

The diagonal ‘cut’ that divides the token symbolizes the balance between tradition and innovation, the company said. The slope of that cut has now been set at 18 degrees, along with the slope of the Stanleybet trademark letters.

Additionally, the color of the small section of the token – and with it, occasionally, also the background of the logo itself – will adopt a theme or different colors on social media channels, which will be dedicated to the celebration of an event of historic significance, whether it be sporting, cultural, or customary. 

The company says the decision is aimed at giving the brand dynamism and adaptability, allowing for “quick, direct and effective communication.” The new brand look is also set to update its presence on social media.